INDIA: Bacardi Martini to ramp up marketing

Bacardi Martini India is planning a new marketing drive across its brands, in order to capitalise on the country's growing thirst for premium spirits.

Group marketing head Gautam Gangoli told just-drinks yesterday (13 October): "All our brands present in the country are in the premium segment that is growing fast. We will be investing in marketing these brands further and we have a big budget for this right now."

He did not disclose the size of the budget.

Last year, Bacardi Martini India (BMI), which is 76% owned by the Bermuda-based drinks group, launched Eristoff Grey Goose and 42 Below. It is now considering introducing flavored varieties, and is targeting 25% growth for the brands this year.

The country's premium vodka segment is around 500,000 cases annually with a growth rate of 46% with the last five years, according to Gangoli.

He said that said BMI has not yet spent as much on marketing in India as it has in other countries, and the new campaign is expected to be big, flashy and long-term.

Bacardi Global Brands CEO Stella David said: "Our focus is to be the number one spirits brand, but it will take some time and more investment."

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